Modern marketing has evolved from a one-way broadcast into a two-way dialogue.
NB: This is an article from Persado
No matter if it’s a loyalty program or conversational marketing, brands want to connect with customers and create long-lasting relationships. There are many different ways brands can do so through conversational marketing.
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Let’s explore what’s behind this marketing strategy.
What is conversational marketing?
Conversational marketing refers to marketing strategies that engage customers in a two-way dialogue. Popular forms of conversational marketing include live chat, chatbots, and social media. There are also other forms as well, such as personalizing messaging, product quizzes and guides, user-generated product reviews, and word-of-mouth marketing.
What makes conversational marketing effective?
Curiosity, community, and collaboration make conversational marketing effective. The most successful conversational marketing campaigns strike consumers’ curiosity so much that they are naturally inspired to talk about it or post about it on social media. Conversational marketing also drives or builds on a sense of community between customers, who should feel like they are part of the campaign and connected to the brand and/or brand community. Brands engaging in conversational marketing collaborate with customers and sometimes other brands to build that sense of belonging.
One way brands can create this feeling of a connected community is through quick and thoughtful responses to customers’ questions through live chat and/or social media. Another is by creating a platform for customers to play off of each other to continue the conversation, without direct involvement from the brand.
What are the types of conversational marketing?
Conversational marketing can encompass everything from brands sending direct messages to customers via live chat, social media messaging, or another direct message channel to less direct strategies that are just as effective in driving conversation. Conversational marketing can mimic the in-store experience or act more like a pop culture movement with the brand at the center.
Chatbots or a combination of chatbots and human agents engaging with customers and answering questions in real time has long been associated with customer service rather than marketing. However, as brands became more digital, they began to embrace the omnichannel customer experience. Within this model, marketing and customer service aren’t as separate as they once were. Now, marketing and customer service are quickly merging under the customer experience umbrella.
When it comes to the customer experience, brands positioned for growth are becoming more proactive than reactive. That’s where Generative AI for the customer experience comes in. Brands want to recreate the in-store experience online. But, with customers shopping online 24/7, it’s impossible to staff live chat around the clock. AI-powered chatbots changed the game for chatbot marketing, allowing companies to engage with customers around the clock in unique ways, answer customers’ questions, and gain valuable insights. In addition to website live chat, AI chatbots can be used to connect with customers in real time across Messenger by Meta, Twitter Direct Message, Instagram Direct Messenger, and more. The conversations will vary based on the channel.